| dc.description.abstract | In November 1990, Mr R Saxena, Marketing Manager
of National Publishing Company, was considering alternative
strategies to improve the sales of "Titli," a
children's fortnightly vernacular magazine published
by the company. Although Titli was the market leader
in the children's periodicals segment, the downward
trend in its circulation was causing serious concern to
the company. Three factors were particularly worrying
for Saxena. First, the circulation of Titli had declined by
about 40 per cent after attaining peak sales in 1987.
Second, despite an active advertisement campaign
which coincided with the withdrawal of another leading
children's fortnightly named Children's Delight from
the market, Titli did not register any worthwhile increase
in its circulation (From the issue which coincided
with the withdrawal of Children's Delight, Titli obtained
legal rights and started carrying some of the popular
cartoon serials which were being carried by Children's
Delight earlier and this was highlighted in all the advertisements
of Titli). Third, though as a result of promotional
schemes (such as time-table cards, name slips,
face-masks of animals and mythological characters, etc.
given free with the journal), the circulation of the particular
issue increased by approximately 10 per cent,
subsequent issues did not retain a significant number
of the additional buyers. | |
